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Practitioner Marketing Leveraging ChatGPT Despite Its Limitations

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Debi Davis

March 17, 2023

As the masses seemingly fall under the spell of Artificial Intelligence (AI), we examine the limitations of ChatGPT and AI-powered tools for content creation. In this post, we recognize the benefits of using OpenAI to complement Fixate’s time-tested processes. We also caution against an over-reliance on AI as a cheap-and-easy solution for creating quality content. (“If it sounds too good to be true, it probably is.”)

There has been an explosion of interest in ChatGPT and the use of AI for practically every aspect of operating a business. There are AI-powered tools for creating graphics-to-order, turning text into video, managing schedules and sales pipelines, and even designing your office space. AI-powered copywriting has caught our attention here at Fixate because creating high-quality written technical content is our business.

The jury is still out on whether ChatGPT and AI-generated content can effectively replace services provided by the expertise of humans – particularly when it comes to technical content.

ChatGPT for Inspiration, not Information

Most ChatGPT solutions are presented as full-scale solutions that will reduce a complex process down to a few clicks. The purported claims of these AI-powered tools have many of us setting up a free account, prepared to be amazed at how much time we can save by using AI. 

We did give in to the temptation. But it didn’t take long to realize that the multitude of AI tools for content creation, while they all have their strengths, also have many limitations. 

Despite those limitations, AI-powered tools designed for content creation can be great for fueling inspiration. But, you still need to know what you want to write about. Many AI tools will walk you through prompt after prompt, helping you to add details to your ideas. 

Are you a content strategist or creator? Participate in our survey here, AI-Generated or Not? to contribute to research about the efficacy of artificial approaches for curating topics.

Adding your relevant details will teach the tool and ostensibly improve the quality of the AI-generated content. This can also help you avoid certain pitfalls, such as writing for your keywords – a common practice that can decrease the effectiveness of your content.

You could also use AI to automate the process of gathering written information about your topic. The limitation here is that the information AI indexes is available to the public – to anyone using AI to write about your subject. Your AI-generated content will look like everyone else’s AI-generated content on your topic.

A tool like ChatGPT, however, can provide inspiration. Then, those who understand the greater context of your product and business objectives can contribute their expertise. Using a hybrid approach, you can benefit from using AI without forfeiting or subverting your strategic messages. 

It’s still too early to tell just how well AI-generated content will perform against standards for search and corporate KPIs. We’re actively monitoring reviews of these products. In the meantime, we’re taking a hybrid approach. 

ChatGPT as Part of a Process 

Fixate creates written content for the technology industry. The first step of our process is to curate topics that will appeal to and incite a desired action from a particular target audience.

ChatGPt and AI can inspire at the first step of the process

Curating topics within specific parameters requires a reasonable degree of context. With the help of OpenAI, Fixate has developed an inspiration engine (preview here) that generates working titles and abstracts. Knowledgeable practitioners take it from there. 

Those knowledgeable practitioners, of course, are humans. The output is meant to inspire our clients, who can add their personal touch to refine and customize the basic building block of their content: the thesis statement. Then, Fixate’s humans – DevOps practitioners with years and decades of experience working in technology – write in a tone and at a level that resonates with other humans. 

Ironically, it is the human element in our process that potentially usurps AI and compensates for its limitations. As such, we ascribe to the well-made point that AI is not coming for our jobs, which is echoed in this interview by John Oliver.

Artificial Intelligence vs. Genuine Expertise 

It’s worth pointing out that “artificial” is the opposite of “genuine;” and that “intelligence” is very different from “expertise.” This is not just a matter of semantics. Artificial intelligence simulates human intelligence. However, its limitations are that it can’t think creatively or solve problems.

Content that doesn’t provide creative perspectives or solutions to problems isn’t likely to be effective. Neither your target audience nor search engines will be able to recognize it for its quality. Consider these points when aligning your content creation process with your business objectives.


Fixate’s purpose is not to diminish the value of AI-powered tools for content creation. Instead, we see vast benefits of leveraging AI as part of our overall process. In fact, Fixate used OpenAI to design its own inspiration engine and to address one of the most significant challenges our clients face at the beginning of our proven process for creating written technical content.

Artificial intelligence can ignite your inspiration. From there, human intelligence, capable of expressing emotion and genuine expertise, transcends AI’s limitations. These elements will ensure that your content stands out from content churned out by artificial sources.